13 Jan 2026
Sydney, Australia – TravMedia is proud to announce the European Travel Commission (ETC) as Headline Sponsor of IMM Australia 2026, taking place on 27 February at ICC Sydney.
Now in its 14th year, IMM Australia is the leading international media marketplace, bringing together tourism boards, hotels, cruise lines, tour operators and destinations with Australia and New Zealand's most influential travel media. The three-day event facilitates over 3,000 face-to-face appointments, creating meaningful connections that drive impactful travel storytelling and inspire Australian audiences to explore the world.
As Headline Sponsor, ETC will showcase the depth and diversity of European travel experiences to Australia's key media decision-makers, reinforcing the enduring connection between Australian travellers and the continent's rich tapestry of destinations.
"Australia is a key market for Europe, and IMM Australia is an excellent platform to showcase the richness and diversity of our destinations in a more personal and engaging way. By sharing unexpected stories and highlights from across Europe, our members are inviting Australian travellers to look beyond the familiar. This spirit of discovery also sets the tone for our upcoming Unlock an Unexpected Upgrade campaign, which we will be launching in Australia in 2026," said Sofia Hansson, Chair of the ETC Chapter in Australia.
The European Travel Commission (ETC) brings together its members active in the Australian market: Austria, France, Italy, Ireland, Malta, Monaco, Portugal, Spain, Switzerland and Czech Republic, to spotlight Europe's diversity in an inspiring way. Participating destinations will join live or share short, recorded messages, each revealing what they love about their destination, offering Australian media a fresh perspective on Europe.
Founder and CEO of TravMedia, Nick Wayland, said: "We are thrilled to welcome the European Travel Commission as Headline Sponsor of IMM Australia 2026. Europe continues to captivate Australian travellers, and ETC's commitment to showcasing the unexpected stories and experiences across the continent perfectly aligns with the spirit of IMM. Their presence will enrich the conversations between destinations and media, helping to inspire the next generation of compelling travel content for Australian audiences."
Limited exhibition tables remain for this unmissable two-day program. For more information and to register for IMM Australia 2026, visit www.travmedia.com/immaus or email aus@travmedia.com.
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Editor's Note on ETC: The European Travel Commission (ETC) represents the national tourism organisations of Europe. Established in 1948, ETC's mission is to strengthen the sustainable development of Europe as a tourist destination and to promote Europe in third markets. Its 36-member tourism boards work together to build the value of tourism for all the diverse European destinations through cooperation in sharing best practices, market intelligence and promotion. For more information, visit www.etc-corporate.org / www.visiteurope.com
About IMM
TravMedia's IMM (International Media Marketplace) is the leading travel industry networking event, now in its 14th year, connecting over 2,500 international travel brands with global media annually across seven countries. Upcoming IMM events include IMM North America in New York City (21–22 January 2026), IMM Australia in Sydney (26–27 February 2026), IMM Germany in Berlin (2 March 2026), IMM UK in London (9–10 March 2026), IMM France in Paris (11 March 2026), and IMM Brazil in São Paulo (13 April 2026), IMM LUX in Las Vegas (September 2026) and IMM Asia in Singapore (19-20 October 2026),
For more information and registration for IMM 2026 events, visit www.travmedia.com/imm or email imm@travmedia.com.
TravMedia Contact:
Lauren Moelk
Chief Communications Officer
TravMedia
ETC Contact:
Sofia Hansson
Regional Manager, Australia & NZ – Tourism Ireland
Chair of the ETC Chapter in Australia
